Online Reporter
Patrick Chitumba [email protected]
JUST a week after its unveiling by Gweru City Council, the new “I Love My Gweru” landmark sign outside Town House has quickly become the Midlands capital’s newest attraction, drawing residents eager to take selfies, shoot videos and celebrate their city.
Installed as part of the local authority’s beautification drive, the sign has transformed the civic centre into a hive of activity, with couples taking engagement photographs, schoolchildren posing for class pictures and families recording clips for WhatsApp, Facebook and TikTok.
On most afternoons, queues form as residents wait for their turn to pose beside the bold white lettering and heart symbol now dominating the Town House façade.
The installation, modelled on globally recognised city signs popular in tourism destinations around the world, has injected fresh excitement into the city centre while also becoming a symbol of civic pride for residents.
“It’s simple, but it makes you feel something. For a long time we complained that Gweru had nothing new or exciting. Now we have something beautiful right in the centre of town,” said resident Tariro Moyo.
Although council says the sign was primarily meant to beautify the Town House precinct, residents have embraced it as a statement of identity and belonging.
Gweru mayor Councillor Martin Chivhoko said the message behind the landmark was deliberate.
“The signage is a beautification sign meant to make the Town House beautiful, but it is pregnant with meaning. It says everyone in Gweru has a responsibility since Gweru belongs to you, me and all of us,” he said.
“We therefore need to have a shared responsibility to safeguard and improve the city.”
Clr Chivhoko said the project forms part of a broader campaign to refurbish municipal facilities and encourage businesses to improve the appearance of their premises.
“What is happening is we called on all businesses to renovate and refurbish their properties in Gweru. But we cannot make that call when we have not done it ourselves,” he said.
“So far we have done the Town House and Mkoba 6. We will move to other centres.”
The local authority has also started issuing branded uniforms to council workers as part of efforts to improve professionalism and visibility at service points.
Local businessman Garikayi Chikwata said major cities around the world have long used landmark signs to strengthen local identity and attract visitors.
“Gweru’s sign appears to be following the same path. It offers a perfect photo opportunity, but its real value lies in what it represents,” he said.
“After years of economic challenges and infrastructure concerns, many residents see the installation as a sign that the city is looking forward.”
University student Blessing Dube said the landmark had given residents a renewed sense of pride.
“Gweru has history, it has industry, it has talented people. This sign says we love our city despite its challenges. It’s a fresh, modern image and we needed that,” he said.
The landmark now joins other notable city attractions such as Boggie Clock Tower as a point of interest for visitors.
Street vendors operating near Town House say the increased foot traffic has boosted business, while photographers have begun setting up informal booths to capitalise on the growing popularity of the site.
